Selling to Past Customers
Who Needs Traffic Anyway?
I often times hear a salesperson use “lack of traffic” as an excuse for not selling today. When I hear the “S Word” (Slow) I say, “Then speed it up.” Retailers and salespeople are always looking for new customers, and while that’s good to do, it’s no excuse for not selling more to the past ones. A past (satisfied) customer is seven times more likely to buy something from you than the new one is anyway. And, an unsatisfied customer is even more important to reach out to.
Ouch!
A broken bone once healed is stronger than it was originally. Do you have any “broken bones” among your customer base?
I have one client that consistently targets existing customers with special offers available only as a result of a special e-mail just to them. It works; big time. He is succeeding in an industry where I hear a lot of whining these days about the economy. It pays to reward ongoing customer loyalty. Make loyal, existing customers your “bread and butter” and new ones the “frosting on the cake.” You just may have an existing customer that has been meaning to come see you, but in this hectic world we all live in, has just been proscratinating. Your timely invitation can make the difference.
Somethig for Free
What are you doing to capture the data needed to build your a data base? The easiest way is to have some sort of drawing with an attractive, desireable prize or more every month. Make the entry form easy to complete. I suggest name and e-mail address only. Asking for too much information will keep people from entering. I like posting the winner’s names on your web site, and leaving them on there until the prize is claimed. Can you see how that will drive traffic into your web site?
Once you have the data on file you can launch all sorts of cool offers aimed directly (and only) at your best customers. You can e-mail easy to print coupons to bring into the store to claim bargains. This is much more effective than huge sales signs that people don’t believe anyway. The more special you make your ongoing customers; the more often you will see them in your store.
July 10th, 2010 at 10:24 am
Spot On! Waiting for people to walk in the door when you have a list of people that have been in your store in the past is crazy. The reason you see so much of this is because of how spoiled retailers are from the good times. Now is a time to reach down, and reach out to your customers.
Lethargy will result in bankruptcy for those that are guilty, leaving more for the rest of us.
July 10th, 2010 at 11:01 am
There is a waiter here at our Roy’s Restaurant that e-mails us and has his customers specifically ask for him in his station on his nights to work when they make their reservations. We don’t do it because we want a specific table, but I thought that was very outgoing of him. He is the best at his job, sending out thank you emails soon after.